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Pre-purchase Attitudes

Pre-purchase Attitudes. Customer is/isnot “end-user” Scorecard-attributes * Confidence in salesperson * Desire to buy complementary products/services * Desire- local source * Need for technical knowledge. Attitudes(continued).

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Pre-purchase Attitudes

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  1. Pre-purchase Attitudes • Customer is/isnot “end-user” • Scorecard-attributes * Confidence in salesperson * Desire to buy complementary products/services * Desire- local source * Need for technical knowledge

  2. Attitudes(continued) • * Desire- to be regarded well by others • * Degree of habit • * Degree of aversion to risk • * Need- respect/recognition • Customer loyalty- how much? Why? • Opinion leaders- how to recognize/use

  3. Communication in Decisionmaking • Model of communication Sender(encode)=> Message=>Receiver(decode) Interference Blockage

  4. Customer Value • What is “Value”? * good/best/more value for money • How value is defined depends on “what” someone values-considers important • Interactive experience involving comparison rating, subjective rating, situational context

  5. Components of Value-Economic Model • Economic benefits • Functional benefits –save time? • Psychological benefits

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